国外商学院原版教材（英文版）14（PPT 12）.ppt

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1、Chapter14DesigningandManagingServicesObjectivesServiceDefinitions&ClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,&ProductivityImprovingCustomerSupportServicesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/Go

2、odsHybridPureTangibleGoodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhopr

3、ovidesthemandwhen,where,andhowFourServiceCharacteristicsServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallengesThreeT

4、ypesofMarketinginServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryServiceDifferentiationOfferDeliveryImageService-QualityModelExpectedservic

5、eManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceW

6、ord-of-mouthcommunicationsDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagi

7、ngProductivityImportance-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremelyimportantSlightlyimportantExcellentperformanceFairperformance1291113121434567810#=AttributesComplaintResolutionHiringCriteria&TrainingforEm

8、ployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints